Fresh from a visit to this year’s CBME Shanghai exhibition, Jonathan Feingold shares his observations from one of the world’s largest baby product trade events, highlighting the key trends, innovations and renewed optimism shaping the global nursery market.
The 2026 CBME Shanghai exhibition (15 to 17 July) opened during a sweltering Shanghai heatwave, with temperatures reaching 38 to 40°C. As hot as the UK had been recently, it simply couldn’t compare. While only 12 months have passed since the last show, the mood and direction of the industry have changed remarkably.
The first thing that struck me was the renewed confidence throughout the exhibition, along with the improved quality of both the impressive stands and the products on display. Visitor numbers were significantly higher than last year, the aisles were busy from the moment the doors opened, and there was a genuine sense that manufacturers and buyers had returned ready to do business. With exhibitors and visitors attending from across the globe, CBME continues its steady recovery towards the pre-2020 levels that many in the industry have been hoping to see. Among the well-known brands exhibiting were Silver Cross, Kinderkraft and Maxi-Cosi, alongside hundreds of international and domestic manufacturers.
Product quality has also taken another significant step forward. The days of rows of unusual gadgets with questionable appeal and poor build quality have largely disappeared. Instead, Chinese manufacturers are producing nursery products that mirror the country’s automotive industry, stylish, well-engineered, safety-focused and increasingly premium. The overall standard continues to improve year after year.
Without doubt, the dominant trend remains lightweight, ultra-compact cabin strollers designed to fit into airline overhead lockers, alongside lightweight folding car seats, which were everywhere. Hall 5.1 was filled with travel strollers, reflecting continued consumer demand for products that make family travel easier. However, the market hasn’t become one-dimensional. Alongside compact travel models were larger, all-terrain and multi-functional pushchairs aimed at families looking for versatility and everyday practicality.
Car seats are following a similar direction. Weight has become a major purchasing consideration, particularly for infant carriers. Parents want maximum safety without the burden of carrying heavy products. One standout example was Nuna’s exceptionally lightweight infant carrier, which makes extensive use of expanded polypropylene (EPP) construction to reduce weight while maintaining strength.
Innovation is increasingly centred around smart technology. Chinese consumers have enthusiastically embraced connected products, and manufacturers are responding with features including remote operation, voice activation, automatic rotating mechanisms, integrated lighting and even musical functions. While these sophisticated products remain focused primarily on the domestic Chinese market, overseas buyers are beginning to show growing interest as confidence in the technology develops.
In China and beyond, live-stream selling continues to reshape the retail landscape. Rather than relying solely on traditional retail channels, some brands are investing heavily in live commerce through TikTok and other video platforms, where younger parents increasingly discover and purchase products.
Colour trends continue to favour understated sophistication. Soft beige, light grey, sage green and warm mocha tones dominated displays, complemented by matte finishes, premium fabrics and environmentally conscious materials.
Perhaps most encouraging was the number of new faces walking the exhibition halls. Combined with stronger attendance and renewed optimism, CBME 2026 demonstrated that the nursery industry is entering a fresh cycle of growth. If this year’s exhibition is any indication of what’s ahead, it’s clear that innovation, smarter products and practical travel solutions will continue to define the sector over the coming years.
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